ABSTRACT: This paper attempts to analyze the main factors influencing the evaluation of Centralized
Payment Network (CPN) firms’ digital marketing performance, through the analytical web data of their website.
Fintechs (CPNs) should try to take advantage of this momentum through digital marketing strategies. More
specifically, the authors, through the application of statistical analysis (correlations and linear regressions),
aimed to assess the influence of web analytics data on the performance of digital marketing for firms that offer
centralized payment services. Such companies receive the support and cooperation of commercial banks and
offer, through their platform, payment options by card or in other ways, when purchasing products and services
electronically. This paper indicated that a proper adjustment of CPNs’ website big data analytics could enhance
their digital marketing performance and specifically their websites’ visibility and traffic.

KEYWORDS – centralized payment networks (CPNs), fintech, digital marketing, strategy, linear regression,
Decision Support Systems (DSS)